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Är din affär mobil än?
     COMWIQ 2012-12-10
Håll	
  upp	
  den	
  i	
  lu,en!	
  

HUR	
  MÅNGA	
  HAR	
  EN	
  SMARTPHONE?	
  
6 000 DAGAR
”O LJUVA FRAMTID DET MESTA
ÄR ÄNNU OGJORT”
Agenda
•    Konsumenterna är redan där
•    Inte så många företag än
•    Går fort nu…vad händer 2013
•    Det kommer byggas mycket
•    Men viktigast blir Mobil CRM
•    Dom som är bäst kör mest SMS
•    FAQ
Nicklas Jönsson
VD på Globalmouth
 Mobilize	
  businesses	
  
Hur	
  då?	
  
                                    Företags	
  strategi	
  

Övergripande	
  konsument	
  upplevelse	
  

                                     Online	
  strategi	
  
eMail	
  
            Messagi
              ng	
  
                       Social	
  
                       nedia	
  
                                     SMS	
  
                                                                  Mobil	
  strategi	
  
                                               Responsi
                                                             Mobille	
     Web	
      iiOS	
     Android	
     Other	
  
                                                  ve	
                                                                     Voice	
  
                                                             Website	
     apps	
     apps	
      apps	
       apps	
  
                                                Design	
  
Mobil	
  Strategi	
  road	
  map	
  II	
  

                                                                Mäta	
  &	
  
  Förstå	
                            Strategi	
   Exekvera	
  
                                                                 Lära	
  
    Mobile	
  customer	
                   SoluIon	
  
      behaviour	
                                           Development	
         Define	
  KPI:s	
  

                                         Technology	
  
    QuanIfy	
  business	
  
      opportunity	
  

                                        OrganizaIonal	
      MarkeIng	
           A/B	
  tesIng	
  

 Define	
  mobiles	
  role	
  in	
  
      your	
  mix	
  
                                        Measurement	
  

  IdenIfy	
  short	
  term	
                                 IntegraIon	
     Customer	
  dialogue	
  
opportuniIes	
  and	
  pilots	
  
                                             Costs	
  
  for	
  quick	
  learnings	
  



          2-4 w                           4-8 w               Agile                Ongoing
Mobile	
  markeIng	
  landscape	
  
                                  User	
  

                                   OS	
  

                               Terminal	
  

                               Operator	
  

   Aggregator	
           Content	
  provider	
  

Service	
  provider	
       Sales	
  network	
  

        SMS	
                      Ads	
            Webb	
     App	
  

                              ProducIon	
  

                               CreaIve	
  

                             Companies	
  
Mobile	
  media	
  mix	
  
Operator	
  4	
  

                                                      Operator	
  3	
  
                                     Aggregator	
  
                                                      Operator	
  2	
  

                Service	
  provider	
                 Operator	
  1	
  


AdverIser	
  




                      SMS/MMS	
  value	
  chain	
  
Responsive	
  website	
  
Producera	
  mobila	
  webbsidor	
  
NaIve	
  apps	
  
Mobil	
  annonsering	
  &	
  mCRM	
  
Mobil	
  annonserings	
  


- Mobil annonsering – klicka på banner – landa
på kampanjsite - relevanta klick
(mobilnummerregistrering)

- Webb annonsering – skriv in ditt mobilnummer
i flashbanner – få bonuskod via SMS

- Skicka påminnelse via SMS för att öka
konverteringen
Mest	
  SMS	
  för	
  det	
  funkar	
  bäst!	
  
www.globalmouth.com




VILKA ÄR NI?
Håll	
  upp	
  den	
  i	
  lu,en!	
  

                                 HUR	
  MÅNGA	
  VÄNDER	
  NÄR	
  NI	
  GLÖMT	
  
                                 ER	
  SMARTPHONE	
  HEMMA?	
  
Picture from www.bambam131.com
Håll	
  upp	
  den	
  i	
  lu,en!	
  

                                 HUR	
  MÅNGA	
  SKULLE	
  OFFRA	
  	
  
                                 VÄNSTRA	
  LILL-­‐FINGRET	
  ELLER	
  	
  
                                 ALDRIG,	
  ALDRIG	
  	
  
                                 FÅ	
  ANVÄNDA	
  EN	
  MOBILTELEFON	
  PÅ	
  10	
  ÅR?	
  
Picture from www.bambam131.com
Håll	
  upp	
  den	
  i	
  lu,en!	
  
HUR	
  MÅNGA	
  REPRESENTERAR	
  ETT	
  FÖRETAG/ORG.	
  MED	
  
TJÄNSTER	
  SOM	
  FULLT	
  UT	
  STÖDJER	
  MOBILA	
  ANVÄNDARE?	
  
Håll	
  upp	
  den	
  i	
  lu,en!	
  

HUR	
  MÅNGA	
  HAR	
  BYGGT	
  EN	
  ELLER	
  FLERA	
  APPAR	
  ?	
  
Håll	
  upp	
  telefonen!	
  

                                    HUR	
  MÅNGA	
  HAR	
  KÖRT	
  EN	
  ELLER	
  FLERA	
  
                                    MOBILA	
  KAMPANJER	
  SENASTE	
  MÅNADEN
Mtrl from the generous Google.com
Håll	
  upp	
  telefonen	
  

HUR	
  MÅNGA	
  HAR	
  KÖRT	
  EN	
  SMS	
  
AKTIVITET	
  SENASTE	
  MÅNADEN?	
  
Channel mapping
                   5
Cost efficicancy




                                                                               Customer
                                                                     Cost
                                                        Channel                  satis-
                                                                  efficiancy
                                                                                faction
                   4

                                                        Retail

                   3
                                                        Contact
                                                        Center

                   2
                                                        Desktop
                                                        online


                   1                                    Mobile
                                                        online




                       1    2     3        4       5
                                Customer satisfaction
General	
  Channel	
  analysis	
  

                                           Cost	
  	
      Growth	
  	
      Customer	
  
             Channel	
                                                                       Points	
  
                                         efficiancy	
       potenQal	
        saQsfacQon	
  



                        Retail	
              1	
               2	
              2	
            5	
  


          Contact	
  center	
                 2	
               3	
              3	
            8	
  


         Desktop	
  Online	
                  4	
               4	
              4	
           12	
  


           Mobile	
  Online	
                 5	
               5	
              5	
           15	
  




* Ranking 1 is Very low and 5 is very High
MOBILEN	
  TRODDE	
  JAG	
  VA	
  VÄLDIGT	
  
VIKTIG	
  FÖR	
  ER?	
  
SVENSKA	
  KONSUMENTER	
  =	
  VÄLDIGT	
  VIKTIG	
  
Mtrl from the generous Google.com
1/3	
  har	
  egen	
  
                                       och	
  63%	
  har	
  
                                       Illgång	
  Ill	
  en	
  
                                       Smartphone!	
  



*TNS Sifo/Telenor , Sverige Nov 2012
Comwiq 20121210 lite
MEN	
  INTE	
  AV	
  SÅ	
  MÅNGA	
  FÖRETAG	
  ÄN…	
  
Mtrl from the generous Google.com
9	
  AV	
  10	
  KONSUMENTER	
  HAR	
  ANVÄNT	
  
                                    MOBILEN	
  FÖR	
  ATT	
  SKAFFA	
  SIG	
  
Mtrl from the generous Google.com




                                    INFORMATION	
  OM	
  PRODUKTER	
  OCH	
  
                                    TJÄNSTER	
  
http://googlemobileads.blogspot.se/2012/09/mobile-friendly-sites-turn-visitors.html?m=1
Mtrl from yesonline.co
Picture from www.chasingmiracle.com




                                      2013	
  
Picture from www.chasingmiracle.com




                                      NEXT	
  BIG	
  TREND	
  
DET	
  ENDA	
  MAN	
  KAN	
  VARA	
  SÄKER	
  PÅ	
  NÄR	
  
MAN	
  SÖKER	
  SPÅ	
  FRAMTIDEN	
  ÄR	
  ATT	
  MAN	
  
KOMMER	
  HA	
  FEL…	
  
MOBILE	
  INTERNET	
  USAGE	
  WILL	
  	
  
OVERTAKE	
  DESKTOP	
  INTERNET	
  
Comwiq 20121210 lite
PATENTKRIGET	
  BLIR	
  VÄRRE	
  
Sold	
  devices	
  2011	
  
Android	
  leads	
  global	
  reach	
  
Android	
  growth	
  compared	
  to	
  iPhone	
  
FORTSATT	
  GALEN	
  TILLVÄXT	
  
+	
  1	
  MILJARD	
  SMARTPHONES	
  	
  GLOBALT	
  2013	
  
iPad	
  growth…	
  
TABLETS	
  TAR	
  ÖVER	
  ÄVEN	
  MORGONEN	
  
Source: Flurry analytics
Media	
  acIvity	
  
Mobile	
  VOD	
  Growth	
  
Mobile	
  Data	
  growth	
  
FORTSÄTTER…	
  
+3,2	
  MILJONER	
  SMARTPHONES	
  2013	
  
Mtrl from pts.se
3	
  Dominant	
  Hardware	
  Brands	
  
Samsung	
  is	
  already	
  everywhere,	
  Nokia	
  will	
  be	
  
     bought	
  by	
  MS	
  &	
  Apple	
  will	
  grow	
  by	
  
•  Speeding	
  up	
  iPhone	
  releases	
  
     –  March/Sep	
  releases	
  
     –  iPhone5S	
  in	
  Sep	
  2013	
  
          •  NFC,	
  Faster,	
  Smaller,	
  Beger	
  camera,	
  More	
  4G	
  support	
  etc	
  
     –  Budget	
  iPhone	
  for	
  200	
  USD	
  in	
  2014	
  
          •  Asian	
  market	
  mainly	
  
•  iPad	
  release	
  speed	
  will	
  also	
  increase	
  
•  Launch	
  a	
  Real	
  Apple	
  TV	
  in	
  sep	
  2014	
  
     –  OLED	
  40	
  -­‐	
  45”,	
  WIFI,	
  Cam,	
  Voice	
  &	
  Body	
  recogniIon,	
  iOS	
  
        interface,	
  iPhone/iPad	
  remote	
  etc	
  	
  
3	
  ecosystems	
  
Comwiq 20121210 lite
3	
  Content	
  Kings?	
  
+60%	
  SMARTPHONES	
  I	
  SVERIGE	
  
Mtrl from the generous Google.com
Comwiq 20121210 lite
80%	
  GÅR	
  INTE	
  HEMIFRÅN	
  UTAN	
  DEN	
  2013	
  
MER	
  APPS	
  ISTÄLLET	
  FÖR	
  WEBB	
  
                      U.S. MOBILE APPS VERSUS WEB CONSUMPTION
         WEB BROWSING               MOBILE APPS
                                                                                                   94
                                                                                81                 MINUTES



                                      70 66                        74          MINUTES   72
        64                           MINUTES
                                                  MINUTES
                                                                  MINUTES                MINUTES
       MINUTES



                     43
                    MINUTES




            June 2010                     Dec 2010                        June 2011          Dec 2011


Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
Apps	
  available	
  
App	
  downloads	
  
MOST	
  MONEY	
  IS	
  IN	
  THE	
  APPLE	
  APP	
  STORE	
  
Mtrl from the generous Google.com


                                    HÅRD	
  KONKURRENS	
  
GAMES	
  &	
  SOCIAL	
  FORTSÄTTER	
  DOMINERA	
  
                               Smartphones                                                       Tablets


          Games                                        50%                     Games                       58%

Social Networking                   22%                           Social Networking             14%

   Entertainment          6%                                             Entertainment          11%

         Lifestyle       5%                                                    Utilities   3%

          Utilities      4%                                                      News      2%

            News       2%                                                       Books      2%

            Other             11%                                                Other      10%


  Source: Flurry Analytics, Q1 2012; 160,500 apps, 97 Billion Sessions
MÅNGA	
  KILLER	
  APPS	
  ÅTERSTÅR	
  
KRIGET	
  OM	
  PLÅNBOKEN	
  
NYCKLARNA	
  FLYTTAR	
  
IN	
  I	
  MOBILEN	
  
Comwiq 20121210 lite
Comwiq 20121210 lite
Coming	
  growth	
  areas	
  
WHAT ABOUT MOBILE MARKETING?
MOBIL	
  MARKNADSFÖRING	
  
EXPLODERAR	
  
Mobil annonsering ( MSEK )


            600
Prognos
            500

            400

            300

            200
 IRM




            100

              0
                       2011        2012        2013
Mobil annonsering
                       191          376        600
    ( MSEK )
ALTERNATIVEN	
  BLIR	
  ALLT	
  FLER	
  
UTBUDET	
  GÖR	
  
DET	
  SVÅRARE!	
  
TELEFONEN	
  ANVÄNDS	
  SAMTIDIGT	
  MED	
  
                                    ANDRA	
  MEDIER	
  KAN	
  VARA	
  ETT	
  PROBLEM	
  
Mtrl from the generous Google.com




                                    ELLER	
  EN	
  MÖJLIGHET	
  
4	
  SCREENS	
  AND	
  SEAMLESS	
  
                                    TRANSFORMATION	
  
Mtrl from the generous Google.com
Eric Schmidt, Google

THE NEW RULE IS MOBILE FIRST!
NYTT	
  &	
  	
  
KOMPLEXT	
  	
  	
  	
  
	
  
KÖPARNAS	
  	
  
KUNSKAP	
  	
  
SAKNAS	
  
hgp://www.annons.se/mobilmarknadsforing	
  

GRATIS	
  PDF	
  GUIDE	
  AV	
  JONAS	
  MARKING	
  	
  
Mtrl from the generous Google.com




                                    Howtogomo.co.uk	
  
XLNT KNOWLEDGE CENTERS
•    http://www.mmaglobal.com/          •    http://mobilsverige.se/

•    http://www.mobilemarketer.com/     •    http://www.annons.se

•    http://                            •    http://www.morganforum.com/
     www.mobilemarketingwatch.com/#
                                        •    https://labs.ericsson.com/
•    http://en.wikipedia.org/wiki/
     Mobile_marketing

•    http://www.scribd.com/doc/
     104313542/Multiscreenworld-Final
MINDRE	
  ÄN	
  4	
  AV	
  10	
  FÖRETAG	
  PÅ	
  RIKTIGT	
  
I	
  MOBILEN	
  2013	
  
20	
  MILJARDER	
  SMS	
  2013!	
  
Mtrl from the pts.se
Hur	
  kommer	
  man	
  igång	
  i	
  mobilen?	
  
1.    Skaffa	
  er	
  lite	
  mobil	
  kompetens	
  


2.    Fixa	
  ”sajten”	
  först!	
  
      –  Komplegerande	
  Mobil	
  webbsajt	
  /	
  Responsive	
  Design	
  av	
  huvudsajt	
  
3.    Mät	
  och	
  opImera	
  specifikt	
  för	
  mobilen	
  
      –  Google	
  analyIcs	
  	
  -­‐	
  A/B	
  TesIng	
  
4.    Webb	
  apps	
  eller	
  NaIve	
  apps?	
  
      –  Krav	
  på	
  funkIonalitet	
  avgör	
  
      –  iOS	
  &	
  Android	
  och	
  sen	
  kanske	
  Windows	
  	
  
5.    Sen	
  börjar	
  det	
  rikIga	
  arbetet	
  
      –  Mobile	
  CRM	
  -­‐	
  Agract,	
  Recruit,	
  Develop,	
  Keep	
  and	
  ReacIvate	
  
      –  SMS	
  är	
  och	
  kommer	
  vara	
  det	
  vikIgaste	
  verktyget	
  även	
  2013	
  
App	
  or	
  webb	
  ?	
  
                          NaQve	
  ApplicaQon	
     Webb	
  
Reach	
                             -­‐	
            +++	
  
FuncIonality	
                    +++	
                -­‐	
  
Design	
                           ++	
                +	
  
Accessability	
                     +	
                -­‐	
  
Visibility	
                       ++	
                +	
  
PersonalizaIon	
                    +	
                -­‐	
  
Payments	
                          +	
                -­‐	
  
Search	
                            -­‐	
            +++	
  
Control	
                           -­‐	
              +	
  
Price	
                             -­‐	
             ++	
  
Responsive	
  eller	
  Mobil	
  webb?	
  
Grym	
  sälj	
  site	
  och	
  exempel	
  
Comwiq 20121210 lite
Eric Schmidt, Google

THE NEW RULE IS MOBILE FIRST!
”O LJUVA FRAMTID DET MESTA
ÄR ÄNNU OGJORT”
nicklas@globalmouth.com
   http://www.slideshare.net/nicklasj/newsfeed

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